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3.1 Definition of the purposes of a communication statement and problems of supplying strategy

Definition of the purposes of a communication statement - one of the most important development cycles of strategy of the organisation; this stage allows not only to define criteria of activity of the organisation, but also to produce a direction organisation movement as a whole.
Considered communication statement - the open joint-stock company, whose shares are quoted at the New York stock exchange; an activity main objective - maximisation of the basic exchange indicators. Achievement of this purpose assumes on the one hand - profit maximisation, and with other - optimisation of structure of assets. These purposes define following problems which the marketing strategy and communication statement advertising should execute: To increase user's base; to raise yield of one subscriber (ARPU); to define unique properties of services; to form image of the company. First two items promote increase in level of incomes of a communication statement, i.e. improvement of financial indexations, and second two - raise value of the trade mark of a communication statement, i.e. increase brand cost, and enter into sphere of responsibility of advertising strategy of a communication statement. The analysis of the environment of the organisation for advertising strategy formation is necessary not only for revealing of possibilities and threats of an environment and strong and weaknesses internal, but also for definition of those kinds of activity of a communication statement which are necessary for advancing more or less intensively, or not to develop at all and not to advance. These problems are decided by means of the methods defining the sizes and dynamics of the market, and an item of the operator in the market: 1 For decision-making concerning expediency of advancement of a certain direction of activity - matrix BKG, the Poppy-kinzi, method SHELL/DPM, the ADL/LC-analysis. 2 For working out of strategy of advancement of a certain direction of activity (type of service) - a situation analysis, a method of construction of a profile of environment, the analysis of functional cuts of the operator At the analysis by means of matrix BKG following assumptions will be used: - The more growth rate of the market, the is more than development possibility; - The more a share of the market of the organisation, the more strongly its item in competition; - Than profit on a certain kind of activity there is more, especially we mean this kind of activity for the organisation. In drawing 3.2 expanded matrix BKG for the operator cellular is resulted svja - zi. The basic dignities of this method are presentation and simplicity. It is possible to carry to defects: - Difficulties of data collection about a market share and about growth rate of the market; - Matrix BKG gives a static picture on which basis it is impossible to do prognoznye estimations; - The technique does not consider sinergetichesky effect from availability of several kinds of business; - The estimation of force of an item of business only on an indicator of a market share is hardly simplified. By means of matrix BKG of a method questions of definition of directions of preferable investment for the purpose of increase in a market share or on the contrary - removals from production of any product are solved. By working out of strategy of industrial-economic and commercial activity of the organisation matrix BKG it is expedient to be used for arrangement of priorities on business-units/kinds to activity/kinds of production and services, and also for definition of roles of each business-unit/kind of activity/kind of production and services in organisation activity.
The problem decided by means of matrix BKG, it is possible to consider also with use of a matrix the Poppy-kinzi (drawing 3.3). Apparently from the drawing 3.3, the matrixes received at construction the Poppy-kinzi results confirm results of matrix BKG: - Concerning services of cellular communication and roaming services it is expedient to adhere to strategy of extraction of profit at maintenance of investments at necessary level; - Information-entertaining services - the basic consumer of investments and most an activity perspective view; - Sale of the goods is necessary for developing selectively, justifying investments. The estimation of perspectivity of directions of activity of a communication statement by means of matrix BKG is based, mainly, on an estimation of a stream of money resources (Cash Flow) which, as a matter of fact, is an indicator of short-term planning; at an estimation by means of a matrix the Poppy-kinzi - by means of return of investments (Return of Investments), being a long-range planning indicator. Simultaneously to consider both factors model Shell/DPM is used. On an example of work of the Novosibirsk operator of cellular communication of standard GSM900/1800 the estimation of the basic directions of its activity is made: - Cellular communication services; - Roaming; - Sale of phones and accessories; - Repair of phones; - Information-entertaining services on the basis of new technologies. The estimation of these kinds of activity is made by an expert method, with use of standard technology. As experts employees of the operator of cellular communication of Joint-Stock Company "ССС-900" acted, however, expert judgements it is possible symitirovat, for example, by means of a method Monte-stole. In model Shell/DPM very wide range of variables for the characteristic of competitiveness of the organisation and appeal of branch can be used. Each factor is evaluated from the point of view of importance, the importance for a concrete kind of activity and the valid force of this factor at each business of the organisation. Importance (relative weight) factor is evaluated proceeding from that in the estimation sum under all factors gave unit. The estimation directly business is given in limits from 0 to 9 (in a matrix 3x3 such division conveniently; though in general can be any, proceeding from necessary degree of accuracy). The result of the analysis by each criterion is defined by multiplication of weight to an estimation. Result as a whole on business - by addition of results by criteria. Results of an estimation of prospects of cellular communication are resulted in table 3.1. Table 3.1 of Prospect of cellular communication Criterion of an estimation perspek - Relative Significance of data Significance with allowance for tivnosti branches weight (importance) of criterion of relative weight 1 Growth rate of branch 0,07 8 0,56 2 Branch rate of return 0,11 9 0,99 3 Level of a competitiveness 0,09 5 0,45 4 Influence economic rice - kov 0,12 4 0,48 5 Barriers of an input/exit 0,1 8 0,8 6 Technological appeal 0,08 7 0,56 7 Influence of suppliers in branch 0,09 7 0,63 8 Influence of the state in branch 0,08 6 0,48 9 Interchangeability of a product/uslut 0,06 6 0,36 10 Image of branch in company 0,05 9 0,45 11 Work level of capacities 0,06 7 0,42 12 Payback time of investments 0,09 9 0,81 Result by the form activity 1,00 6,99 The similar table is made for an estimation of competitiveness of cellular communication (table 3.2). Thus, the result of an estimation has given co-ordinates of a point of cellular communication on matrix Shell/DPM. In drawing 3.4 it is visible, as in conformity with these co-ordinates the activity kind - cellular communications places. All other kinds of activity of the operator of cellular communication (Appendix A) are similarly evaluated. The arrangement of these biznesov in a matrix is shown in drawing 3.4. Besides, the circles representing biznesy very hardly differ in the sizes. These sizes correspond to volume of incomes on separate kinds of activity. Table 3.2 - Competitiveness of local telephone service Criterion of an estimation perspek - Relative Significance of data Significance with allowance for tivnosti branches weight (importance) of criterion of relative weight 1 Relative share of the market 0,06 5 0,3 2 Quality of production, services 0,08 8 0,64 3 Assortimentnaja a policy 0,10 7 0,7 4 Technological is possible - sti 0,12 7 0,84 5 Research potential 0,12 6 0,72 6 Efficiency of activity 0,19 7 1,33 7 Economy of scale 0,12 7 0,84 8 Condition of production assets 0,08 6 0,48 9 Rates of growth of business 0,13 7 0,91 Result by the form the figure - nosti 1,00 6,76 As a result of use of models of an estimation of perspectivity of branch and force of a competitive item it is possible to draw following conclusions: 1 Really, cellular communication services are a principal view of activity and the basic source of incomes for operators of cellular communication. The organisations work on growing oligopolisticheskom the market and should develop the given kind of business until it is effective. 2 Favorably also position on matrix BKG of services of roaming, despite the smaller volume of the profit generated by means of the given kind of activity. 3 Perspective direction are information-entertaining services on the basis of new technologies. Now they take of a "star" item on matrixes BKG, i.e. require significant investments at small size have arrived, however, the operator has sources of money resources (cellular communication service), hence, is both the bases and possibility to develop the given kind of business. 4 With special attention it is necessary to approach to development of two directions: sale of cellular telephones and repair. The organisation is not the leader in the given markets, and the market grow already enough slowly. 5 Received as a result of the analysis of perspectivity of separate kinds of activity conclusions are necessary for considering not only by working out of strategy of production, but also by working out of advertising strategy of the organisation: the advertising strategy purposes, strategy of drawing up and distribution of the advertising message, criteria of an estimation of efficiency should be formed with allowance for the results received at the analysis of possibilities of branch and the organisation. To no small degree strategy of the organisation in the field of marketing and advertising is defined by a stage of life cycle of services. The base concept of model ADL consists that the business portfolio of the organisation defined by a stage of life cycle and competitive position, should be balanced. The balanced portfolio according to the concept of model ADL has following features: 1 Business kinds are in various stages of the life cycle. 2 Cash flow is positive or, at least, is that, that supplies equality of the sum of the cash balance generated by mature or growing old kinds of business, and the sum spent for development of arising and growing kinds of business. 3 The more the kinds of business taking leading, strong or favorable (appreciable) position, the better an organisation business portfolio. To evaluate these biznesy it is possible by means of an expert method, applying standard technology. In model ADL very wide range of variables for the characteristic of position of the organisation in the market and a life cycle stage can be used. Each factor of a market position is evaluated from the point of view of importance, the importance for a concrete kind of activity and the valid force of this factor at each business of the organisation. Importance (relative weight) factor is evaluated proceeding from that in the estimation sum under all factors gave unit. The estimation directly business is given in limits from 0 to 15. The result of the analysis by each criterion is defined by multiplication of weight to an estimation. Result as a whole on business - by addition of results by criteria. The factors defining a stage of life cycle, are resulted in table 3.3; the stage for concrete business is defined on the maximum sum of corresponding significances of factors. Naturally, some biznesy as it will be visible more low, can be between two next stages; formally it is necessary to pirate a stage with a considerable quantity of factors, but really it is necessary to consider some duality of a condition of business by the given criterion. The estimation of position of cellular communication from the point of view of its market position is presented in table 3.4. As a result of an estimation it is possible to possess cellular communication in matrix ADL (drawing 3.5). All other kinds activity of the operator of cellular communication are evaluated similarly (Appendix). Drawing 3.5 - Kinds of activity of the operator of cellular communication of of Novosibirsk in model ADL The basic conclusions on a condition of a portfolio of the organisation are presented in table 3.6 where strategy of development of each business in conformity with a principle of a three-level choice of strategy are defined. The important making working out of strategy of advancement of business the estimation of a microhabitat of a communication statement is. Such methods, as a situation analysis, a method of construction of a profile of environment and the analysis of functional cuts are for this purpose used. The theory of strategic management of commercial activity suggests to use some methods of a situation analysis: the SNW-analysis, the PEST-analysis and the SWOT-analysis. SNW (S - Strength - force, N - neutral - the neutral party, W - weakness - weakness) is an advanced analysis weak and strengths. Unlike the analysis weak and strengths the SNW-analysis as offers an estimation srednerynochnogo conditions. A principal cause of addition of the neutral party is that frequently for a victory in competition there can be sufficient a condition when the given concrete organisation concerning the competitors on all except one key positions is in condition N, and only on one - in condition S. In the the rest the SNW-analysis uses the same technique, as SWOT. Except revealing of an orientation of effect on the organisation of this or that factor it is possible to evaluate degree of its importance for business by ranging. In table 3.7 results of the analysis of a communication statement on the basic functional spheres are presented: management, staff, the finance, marketing, technologies. As a finishing stage of the strategic analysis matrix SWOT (S - strength - a strength, W - weakness - weakness, About - opportunity - possibility, T - threat is traditionally made - threat) as neutral influence is allocated to understand, what factors of environment at the given stage of development of the organisation are not of great importance for its activity: they cannot serve as development motive power, but do not represent threat. Therefore to consider them at strategy formation follows in the last turn, having granted possibility of evolutionary development. Method SWOT establishes contact between the allocated possibilities and threats, forces and weaknesses. Matrix SWOT presented in drawing 3.6 is for this purpose made. Environment possibilities SHCH Growth of incomes of the population (effective demand growth) Low rates of inflation SHCH Fast development of technologies. the Advancing market of services of cellular communication SHCH Support from an overhead organisation Consulting and training of Threat of an environment 0 Possibility of an adoption of law about state regulation of tariffs 0 Enter into a market of one more (two) operators GSM [Z] Swings over in the currency markets (an exchange risk incomes depend on a dollar exchange rate, expenses-from an euro exchange rate) 0 Increase of requests to quality of services Strengths 1 High qualification of staff 2 Competent organizational structure 3 Efficiency of acceptance and realisation of decisions 4 Availability of the free money supplies, favorable financial position 5 Wide user's base 6 High recognition of the trade mark, positive image 7 the In the lead market position and strong the Possibility brand - strengths 7 am Threats - strengths 0*1,5,7 |* 3,4,5,6,7 1*3,4,5 0*1,2,4,6 Weaknesses 0 High share nizkodohodnyh subscribers 0 Low loyalty of subscribers (outflow high level) Absence of "hot" billing? Possibility of occurrence of a debt receivable Weaknesses - possibilities And -in and in 0 , Weaknesses - threats 0о0 0*0 0*00,1 Drawing 3.6 - the Example of matrix SWOT for the operator of cellular communication of standard GSM900/1800 of of Novosibirsk On crossing of sections four fields are formed. On each of the given fields it is necessary to consider all possible pair combinations and to allocate what should be considered by working out of strategy of commercial activity of the organisation. Combinations "possibilities - strengths" should be used as reference points of strategic development, that is it is necessary to develop strategy on use of strengths of the organisation to receive return from possibilities which have appeared in an environment. Combinations "possibilities - weaknesses" should be applied to internal transformations, i.e. strategy should be constructed so that at the expense of the appeared possibilities to try to overcome weaknesses available in the organisation. Combinations "threats - weaknesses" are terminators of strategic development. For the pairs which are in the field "SLU", the organisation should produce such strategy which would allow it both to get rid of weaknesses, and to try to prevent the threat which has hung over it. For successful application of methodology SWOT it is important to be able not open threats and possibilities, but also to try to evaluate them from the point of view of that, however for the organisation the account in strategy of its behaviour of each of the revealed threats and possibilities is important. Thus, by means of a situation analysis are studied as parametres of the internal environment (the strong, weak and neutral parties), and an environment condition (its possibilities and threat). By results of the analysis decisions on are made how most effectively to use resources of the organisation for strengthening of possibilities and neutralisation of threats of an environment. For the considered operator of cellular communication the most dangerous represent threats of strengthening of a competitive market situation and, as consequence, increase of requests to quality of service and exchange risks. These threats can be neutralised such strengths of the organisation, as stable financial circumstances, an organizational resource and a strong brand. Such positive external factors as development of the market of telecommunications and technologies, are capable to level weaknesses of the operator - low yield and loyalty of user's base and a problem with technology of billing. In more details to consider a level of development of separate functional directions, and also cross-country-functional of interactions allows the analysis of functional cuts. The major functional cuts of the organisation are the finance, production, staff, a control system, corporate culture, marketing. Finance as functional structure, are a basis of maintenance of strategy of corporation. The organisation financial circumstances in many respects define a strategy choice. The financial analysis uses already settled techniques based on exact accounts of indicators, and covers following areas: - Profitability; - Liquidity; - Capital structure; - dividendnaja a policy; - Movement of money resources; - Solvency; - Financial soundness (probability of bankruptcy); - Credit status; - The investment policy. The system of the accounting and administrative account of the considered operator of cellular communication completely is automated. Financial planning is carried out not only in monetary, but in natural indicators that does system of the analysis and the control of more effective. Accounting and the financial accounting is conducted both according to the Russian standards of the account, and according to the international. Company financial position now favorable, dynamics of its change - positive (drawings 3.7 - 3.8). As it was already marked, the finance-it one of strengths of the operator. Production is basic function of the organisation, creation, functioning and which development support all other functional systems. It is impossible to tell, that production is function forming the organisation, but the success of the company depends on results of development of industrial activity. No innovations and other spheres so cardinally influence organisation prosperity, as innovations in industrial activity. Following basic directions are exposed to the analysis: - The organisation and production methods; - Quality; - oborachivaemost means; - Amortisation level; - Condition and use of production assets; - Structure of industrial expenses; - Cost reduction; - Flexibility and adaptability to changes; - "Know-how"; - Researches and workings out; - Industrial integration; - System of safety of ability to live. Production of the considered operator of cellular communication consists of two basic interconnected elements: attraction and service of subscribers and service of technical structures. Apparently from drawing 3.9, the greatest specific weight belongs to a factor cost (publicity expenses, commission to dealers, and also the cost price of sim cards and the sold goods). Level of deterioration of the basic production assets makes-50 % and in dynamics decreases, that testifies about updating of a fixed capital. Indicators of use of a fixed capital (capital productivity, a capital intensity and fondoovooruzhen-nost) in dynamics improve. As quality of made services high to what testifies both in the lead position of the organisation in the market, and a room estimation of quality of services and service of subscribers will be illustrated in section 3.3. To safety precautions the necessary attention also is paid: instructing in safety precautions are regularly made, the life and health of workers is insured. The staff is sistemoobrazujushchy the organisation factor. To people any organisation is obliged by existence and development. All other making organisations is embodied in the material or intellectual form experience and knowledge of people. The analysis is carried out in following spheres: - Employment, training and advancement of shots; - Estimation of results of work and non-realised possibilities; - System of payment and work stimulation; - Labour movement; - Working hours use; - Qualification of workers; - The relation to changes. The basic criterion of selection of staff of the operator of cellular communication are recommendations of employees and conformity of a skill level of a post. It reduces risk of attraction of "improper" shots, but at the same time and narrows attraction possibilities vysokokvalifitsionnyh experts. In the organisation it is generated and the system material (dependence of wages on the experience, regular indexation of wages, awarding following the results of a year, possibility of reception of loans) and non-material stimulation (assignment of higher qualifying category) work works. The control system very difficult gives in estimations since unequivocally it is not clear that includes the given concept. But it is that sphere which unites functional structures in uniform system under the name "organisation" and supplies its functioning. Such areas, as are exposed to the analysis: - Management principles; - The management block diagramme (hierarchy of subordination); - Distribution of the rights and responsibility; - Style of a management; - Communication resources; - Information resources; - Standard procedures of activity; - The monitoring system, coordination and planning. The considered communication statement has all necessary administrative functions which should be present at competently working organisation. The organizational structure of the company - is transparent: - Are accurately differentiated a line of business and responsibility: About marketing (research, planning, innovations and advancement); About the finance (the analysis, planning, the control); About technology (development and operation); About staff (the analysis, planning, stimulation); - Subordination communications are unequivocally defined, the one-man management principle is observed; - Functional interactions between services are generated. It is possible to carry absence of uniform information base that does not allow to use available potential to defects of a control system. The corporate culture is a complete system produced in the organisation and models of behaviour peculiar to its members, customs, customs and expectations [45]. It is possible to expand really given concept indefinitely, marking elements of corporate culture in all functional systems of corporation. The culture is not initially set, predetermined; it - result of public interactions. The information on corporate culture can be received from various publications, but is better as a result of supervision from within the organisation. The estimation is carried out in following directions: - Organizational values; - Relations between employees; - Unwritten behavioural norms and rules; - Image and prestige of the organisation; - Mission; - Organisation history; - Social policy and motivation; - Corporate actions. The purpose of existence of a communication statement is reception of the greatest possible profit; the given purpose work of all divisions is subordinated. Work in the considered organisation is considered prestigious, and image of the organisation, both in the market of services of cellular communication, and on a labour market - positive. In the organisation it is developed and the social program including both granting of loans of money to employees, and the actions directed on maintenance of health of employees is realised. It is possible to carry to defects mainly business relations between employees; informal dialogue is shown to a minimum. Marketing traditionally concerns the internal environment of the organisation as "geographically" the system is in the organisation; accordingly, all its tools too proceed from within corporations. But the circle of problems decided by marketing is outside of the organisation, in an environment. For example, it is quite possible to consider as result of marketing management change of such indicator as a market share, but at the same time it defines position of the organisation among competitors (microhabitat). Thus, marketing can be defined as system of interaction and coordination of the organisation with an environment. Directions of the analysis of system of marketing concern: - Range of services; - Pricing; - Advertising and advancement of services; - After-sale service; - Demand stimulation; - Share of the market and competitiveness; - Structure of consumers. Marketing is one more strength of the considered operator of cellular communication and includes all basic classical elements: - The analysis of the market and competitors; - The tariff policy based on a market segmentation; - System of advancement of the goods and services: About developed (and constantly extending) a dealer network; about constant advertising support; About periodic shares on a sales promotion, directed on advancement of separate types of service. Also it is necessary to notice, that unlike many other things communication statements (for example, the Russian Federation of Open Society "Сибирьтелеком" Electric communication NSO ") in the considered operator of cellular communication is given to marketing divisions due significance, and the majority of directions of development get out and realised at the initiative of the given services. It is necessary to notice, what not all components of functional systems of the organisation have the generated analytical base. Many are very difficult for evaluating quantitatively; even when the exact quantitative estimation is not required, quality standard often has subjective character. As a result, the presented example the analysis of functional cuts of the operator of cellular communication includes an eclectic set of quantity indicators, quality standards and block diagrammes.
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A source: Solodova Irina Petrovna. Perfection of planning of industrial and commercial activity of communication statements by formation of effective supplying strategy. 2007

More on topic 3.1 Definition of the purposes of a communication statement and problems of supplying strategy:

  1. 2.4 Working out of a technique of an estimation of influence of supplying strategy on indicators of industrial and commercial activity of a communication statement
  2. 2.1 Working out of the general model of formation of supplying strategy as element of planning of industrial and commercial activity of a communication statement
  3. 3.3 Formation and an estimation of efficiency of supplying advertising strategy of industrial and commercial activity of a communication statement
  4. 3 working out and an estimation of efficiency of supplying strategy for the operator of cellular communication of of Novosibirsk (on an advertising strategy example)
  5. 2 working out of a technique of formation of effective supplying strategy at planning of industrial and commercial activity of communication statements (on an advertising strategy example)
  6. Solodova Irina Petrovna Dissertatsija. . Perfection of planning of industrial and commercial activity of communication statements by formation of effective supplying strategy, 2007
  7. 2.2 Perfection of a technique of definition of competitiveness of services of a communication statement
  8. 2. Problems of definition of the purposes and the basic concepts of the legislation on an inconsistency (bankruptcy)
  9. 3.2 Estimation of competitiveness of services of a communication statement
  10. 3.1. Perfection of strategy of development of the enterprises of cellular communication in the conditions of competitive market
  11. Statement of a problem of optimisation of strategy of growth of branches (foreign trade activities) with weak inter-branch relations
  12. 1) Judgement before the chosen strategic reference points, the purposes and strategy of activity of the company.
  13. 1.2 Technological purposes and criteria of their achievement. Statement of a technological problem of rectification of oil
  14. the Purposes and research problems.
  15. definition of the purposes of the state with reference to each enterprise to establishment
  16. Problems of definition of a definition goods lack under the legislation of Russia, the USA and England.
  17. the Purposes and research problems.
  18. the Purposes and research problems
  19. the Purposes and research problems.